Tour de France

Year: 2023
City: Singapore
Scope: Brand Identity • Social Media Strategy • OOH Ads • Content Production
Partner: Design - Hayley Duszynski / Agency - OtterHalf

Prudential Singapore Criterium 2023

The Challenge

I joined the team for the 2023 Tour de France: Prudential Singapore Criterium, taking on a dynamic 8-month project with a range of key responsibilities, including:

Strategizing, managing, and creating content for their Instagram and Facebook pages.
Establishing their TikTok presence from scratch, aiming to post 3-4 times per week.
Revamping the copy across their entire website.
Collaborating with the in-house performance marketing manager to allocate the ad budget and craft compelling ad content.
Working closely with the Singapore team to strategically plan and budget out-of-home (OOH) advertising placements.

The Solution

I faced a challenge with the Singapore Criterium's branding, as there was no distinct brand identity separate from the main Tour de France. The emphasis had been solely on the Tour de France branding, but the client wanted to incorporate regional references to give it a local flavor. Additionally, the previous agency couldn't provide raw footage from past races, so I had to make use of content available on YouTube. In my content creation process, I prioritize brainstorming the brand's content pillars. These pillars serve as the foundation of the marketing strategy, encompassing 3-5 themes essential to the brand.

CONTENT PILLARS:

Get to Know Us: Covering all things Tour de France, including its history, event updates, and educational content to deepen the audience's understanding of its culture.
That's Funny, Lah! (Comedy): Highlighting memorable and meme-worthy moments from past races to add humor and engagement.
Rider Spotlight: Featuring videos that showcase popular riders, providing insights into their backgrounds and achievements.
Other Promos: Crafting content around relevant promotions, such as the Netflix Unchained documentary and building excitement for the opening and closing party artists.